SP joins Chiefs as major partner

PNG Chiefs CEO Lorna McPherson and SP Brewery Managing Director Ed Weggemans at the partnership announcement in Port Moresby. *(Supplied-SP brewery media)*

Papua New Guinea Chiefs have welcomed SP Lager on board as the latest Major Partner with the new franchise preparing to make their debut in the 2028 NRL Season.

The three-year partnership further strengthens the brand’s long-standing connection to rugby league and communities across the country.

This will see SP Lager feature on the back of the PNG Chiefs’ playing shorts in the club’s inaugural NRL season in 2028 and in 2029, with additional support of the club in its pre-Foundation period throughout 2027.

As Major Partner, SP Lager will operate as the club’s exclusive alcoholic beverage provider and will hold exclusive pourage rights in corporate areas at PNG Chiefs home fixtures in PNG– subject to venue arrangements.

The partnership will also see the SP Lager logo feature prominently in stadium signage and media backdrop branding, while also providing hospitality, ticketing, and digital integration and match day activation opportunities.

SP Lager has a long-standing connection with rugby league in PNG including grassroots competitions, while its national reach will provide the opportunity to connect the PNG Chiefs with supporters across the country.

SP Lager and the PNG Chiefs will additionally work together on responsible drinking messaging and social outcomes as part of the framework, including key initiatives addressing domestic violence reduction across the country.

“SP Lager is a brand that has been part of PNG for generations and its connection with rugby league and communities across the country makes this a strong partnership for us,” PNG Chiefs CEO Lorna McPherson said.

“We know how important our commercial partners will be in helping us build a long-term sustainable club, and the reach, experience and genuine understanding of Papua New Guinea which the SP Lager brand has will be a huge asset to us.

“As a club, we also recognise that partnerships come with responsibility and we have worked closely with SP Lager to establish clear controls on how this agreement will work, particularly when it comes to young people and our community,” McPherson said.

“We’re looking forward to working together with SP Lager to create a strong and healthy partnership which benefits both organisations while ensuring that we continue to uphold the standards and values which the PNG Chiefs will stand for.”

SP Brewery Managing Director, Ed Weggemans said the partnership represents the continuation of SP Lager's long relationship with rugby league in Papua New Guinea.

“SP Lager's relationship with rugby league didn't begin with the PNG Chiefs – we have been part of this journey for generations,” he said. “From the SP Inter-City Cup in the 1990s, through our long-standing support of the SP PNG Hunters, and now alongside the PNG Chiefs, we have had the privilege of supporting the game as it has grown.

“The PNG Chiefs represent an extraordinary new chapter for PNG. For SP Lager, this is about continuing what we have always believed in – bringing Papua New Guineans together around the moments and passions we share.

“And importantly, we want Papua New Guineans to be part of this journey. “Through match day experiences, consumer activations and opportunities to get closer to the team, we want to bring the excitement of the PNG Chiefs to fans and communities across the country,” he added.